ABSTRACT
Digital modernist shows, how the digital media is used to manage one's information or to control what one does in one's own way. People who are called digital geeks in Korea have a fundamentally different way of using digital media and their behavioral pattern was very different from average people. Unlike Google, Naver follows the digital Korean's consumer characteristics, and promotes the real-time search words service. To the majority of Koreans, who always want to follow the general trend, who always want to be part of and share the star of the general trend, there is no other service that is as important as real-time search words. Consumer research in consumer psychology focuses on the psychological and behavioral differences shown by people who accept trends well versus people who take a lot of time accepting trends as shown through consumer segmentation.
